SXSW 2017: The Big Stuff

SXSW was populated with experiences. Whether to entertain or inform or possibly both, attendees were immersed in brands and concepts that sought to provide certain feelings or an understanding of something by engaging as many senses as possible. The experiences weren’t about UI or overtly tactical things, but about understanding context and how to properly use that to impact people. So, we can move from “user” to “experience,” because that’s what is truly meaningful to people.